By Richard Robbins

The road to wealth is not about how much money you make, it’s about what you do – your formula and your plan. Watch this video from Richard Robbins to learn more.

Richard Robbins is co-founder and CEO of Richard Robbins International, a global sales and business coaching organization that amassed over $50 million dollars in revenue worldwide in its first 10 years alone. The organization’s explosive 3,000 per cent growth is attributed largely to the transformational impact Richard Robbins’ unique methodologies have had, and continue to have, on the businesses and lives of thousands of sales professionals, entrepreneurs and leaders at all levels worldwide.


  1. Richard Robbins is a good salesperson, perhaps even a great salesperson, but he is a symptom of what is wrong with organized real estate; he isn’t a cure. There are two unique aspects to real estate sales, as distinct from most sales professions: 1/ practical product knowledge is virtually non-existent, 2/ the primary objective isn’t about selling the actual product. The primary objective is to sell your ability to be able to sell the product — the product being real estate. Consequently, a real estate practitioner may be better at selling themselves, than they are at actually selling real estate — if they can get enough price reductions along the way, it might not adversely effect their income, anyway. The key, as always, is in getting the listings.

    Richard Robbins needs his customers to believe that the main obstacle to success, basically comes down to one’s work ethic and working smart. However, the main obstacle to success is really the fact of the industry being over-saturated with members, combined with the: sphere of influence factor, or, in other words, loyalties. The other key obstacles to success are: established brands — 25 year plus members, and the appeal of the Discount Brokerage model. It is very easy for discount brokerages to benefit from consumer ignorance, because it is very hard for someone who hasn’t practiced in the industry to accept that there could be real “added value” with commissions at or around 5% or 6%.

    Real estate sales, isn’t about real estate sales, — it’s about getting hired over and over and over, again. And that is why, in its current form, it could never come close to being a real profession, in a broad sense. The impetus for Discount Brokerages was two-fold: eliminate the need for prospecting and also to try and gain business from competitors spheres of influence. Discount brokerages have been successful on both counts. However, they haven’t done anything to advance the quality of service, because: 1/ they likely don’t have a personal interest in customers who didn’t come from a sphere of influence, and 2/ they don’t need to prove or have basic salesperson skills to win the business — their rates win their new business, combined with the superficial notion of savings and 3/ volume based business models don’t typically have service as their highest priority.

    British Columbia was the first Province to take steps to try and bring their real estate industry back to a point of accountability. Recent rumblings on REM suggest that Ontario is about to make some unique changes. I believe that if the Provinces can’t effect some meaningful changes soon, steps will have to be taken to make real estate sales a university level program or degree. Some Law offices are already branching out into the business and if this trend gains momentum that could be where the industry will end up and stay — at least Lawyers understand Agency Law.

    The Provinces should take steps, to encourage a business model that doesn’t require any affiliation whatsoever with CREA. CREA has allowed its brands to become problematic, as it relates to what now must be an unclear public perception, of them. CREA capitulated to a non-request of the Competition Bureau by recommending to our local Association and I’m sure others, that the previous MLS rule that had required REALTOR’s to personally visit any property that they would list or sell, be deleted. This was recommended, preemptively apparently, so as to eliminate any potential conflict that might otherwise arise through the course of facilitating “mere posting” type listings. I don’t believe that any Canadian Province, that was more in control of their real estate industry, would’ve aided or abetted the deletion of any rule that clearly existed for the better interests of consumer’s! In my opinion, CREA now stands in the way of what needs to be done to move the industry forward — towards being more of a profession.

    • Alan:
      You nailed it. Your first and last sentences say it all. I would have changed only one thing, that being within your last sentence “…CREA now stands in the way of what needs to be done to move the industry forward–toward being more of a profession.” to “…CREA now stands in the way of what needs to be done to move the industry forward–toward being a ‘true’ profession.”
      Will wonders never cease?

    • Follow up to my reply/post to Alan:
      Do registrants still not realize that the big winners in the short-term pump-me-up sweepstakes are people like Richard? He keeps on selling dreams of wealth to the naïve as well as to the same wannabes over and over again because they continuously need their quick short-term fixes to carry on chasing that pot of gold at the end of that elusive rainbow. Richard is feeding on a kind of addiction. Why is Richard selling his shtick to the willing masses of wannabes? Because, he can make tons more money doing that than he can actually ‘selling’ real estate! Richard is the epitome of what a professional real estate advocate should ‘not’ be. He is a money-chaser advocate. Ergo, the most money that can be chased is by selling real estate.
      Hey Martha…I’m gonna get me a real estate license and make me some real money!
      Hey Richard: Here’s ma money. Whad’a I have’ta do ta git rich?” Make it easy for me man!

      • Brian,

        The truth is that Richard Robbin’s isn’t so distinct from some of the real estate Association’s in Canada, in terms of how he promotes the opportunity for success.

        The following are excerpts from just one Canadian Real Estate Association’s online advertisement:

        “Become a REALTOR®

        A career in real estate can open the door to many opportunities. Today’s fast-paced market offers REALTORS® a challenging career opportunity. Hardwork, dilligence and perseverance are a must to be successful.

        Building a career in real estate, as with most professions requires a lot of hard work. But with commitment, there is potential for great personal and financial rewards.”

        Brian, you might notice that both “hardwork” and “dilligence” were misspelled, by the authors of this brilliant message.

        Consider the following material as it relates to whether or not one could consider it ethical to lure a new REALTOR in this way, without simultaneously disclosing the local failure rate:

        “Financial commitment – investing in yourself and your career Beginning a career in real estate is an enormous financial commitment. Investing in yourself and your career will mean that you must be able to support yourself for at least the first six months. It may be that long before you close your first deal and receive your commission cheque. It is important to have a detailed business plan to get you through your initial education, licensing/membership fees and ongoing costs for the first few months. The following outlines some of the typical costs associated with a career in real estate:”

        Brian, some Boards also overtly acknowledge the need for those with Richard’s skill set when they make disclaimers, such as the following:

        “It is important to note that the Salesperson Licensing Course (SLC), serves to teach students about the real estate industry and provides them with a licence to practice real estate in XXXXXXX. The course DOES NOT provide students with knowledge of sales, marketing and business planning. That is why it is essential that prior to choosing real estate as a career, one must be sure that they either possess this critical sales and marketing knowledge, or are willing to learn it once registered with a brokerage in order to succeed in real estate.”

        Don’t forget that this is all done, this lack of transparency, under under one of CREA’s two key brands: REALTOR. Ethics start with how people are lured in! Once again, in my opinion, CREA has nothing left.

        • Alan:
          Maybe the authors of the verbal “become-a-wealthy-real-estate-salesperson” fishing lure scheme concocted the lines sans dew dilligence as they engaged in the hardwork of turning a phrase at the Hardrock Café…post liquid indulgence. I wonder if those wonderkinds wondered if their wonderous descriptions of pending wonderful financial rewards was aimed at people who always want to go to Wonderland…to find Peter and Tinkerbell?
          I have labelled the CREAcrats thus: “People of the Bubble”. PUB’s (for shortness of breath) only see the world from their own vantage point of perspiration. They perspire amongst themselves, oblivious to the stale in-house odour, because that is all that they inhale. They breathe communal rehashed toxic carbon dioxide, laced with a little oxygen…just enough of the latter to keep them on their swivel chairs without being spun off prior to quitting time. PUB’s love to live within their protective envelope. I think that their over stuffed envelope should be finally sealed with Crazy Glue and air mailed straight to Wonderland…where Captain Hook awaits, with gangplank newly varnished. But hey, no problem for the PUB’s; I do believe that bubbles float…until all of the hot air building up within bursts them. Say, maybe that could be the Psychiatric Association of Wannabe Rich Realtors Dumpster Remains’ next TV ad! Just as a PUB moves closer to the end of the gangplank (spurred on By Hook’s middle finger of his good hand) Croc-o’-dial (he’s Irish), asks: “Didn’t your psychiatrist tell you that fantasies aren’t real?”
          CREA and ORE; You should not keep trying to reel in suckers the way you do. Be truthful when you advertise. Try the following lines for your next ad:
          “Even though the majority of wannabe wealthy Realtors crash and burn within a couple of years after entering our professional mine field (how do you think we keep our real estate university class professors perpetually employed?), you just might be one of the lucky ones! You just might defy the odds and become a survivor, struggling to keep your head above water as you work eighty hours per week for about the same hourly income that could be earning doing almost anything else! You will likely get rid of your annoying spouse when he/she divorces you! There really could be a silver lining in them-thar grey clouds of hum-drum boringness! But wait…there’s more! You could become wealthy! Be smart! Be positive! Focus on the money, because that’s what ‘we’ do at our real estate university headquarters. Be a contributor! As you learn the ropes with your hard-earned money out-of-hand, ‘you’ will be helping ‘us’ with our never-ending in-house make-work project. You (I mean, we) will be glad you did. You might even become a CREAcrat someday! Here’s to dreams…big dreams…for big dreamers! Sign up now! Wonderland awaits!
          Fade to black.
          All spellbinding kidding aside, not only does CREA have nothing left; it has nothing right.

          • Brian,

            Since rank and file members have no need or any benefit to be had by misleading potential new recruits, it is clear that the Boards and or Associations that choose to not be forthright about the high risk of failure, don’t represent their memberships!

            One of the key ways that is used to manage memberships is through the use of “nomination committees” as it relates to the election of Regional Director’s etc.. These hand picked candidates are given a leg-up against any challengers who basically take on the status of an “independent”!

            Through it all, CREA’s trademark REALTOR is bastardized because this trademark was supposed to have ethics at the base of it, and yet here it is tied to a hideous lure of an advertisement that makes a mockery of even the ambition towards transparency!

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